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Core & Form ™ | Branding, Marketing and Web Design Studio(@coreandformdesign)'s profile avatar HD Profile

Core & Form ™ | Branding, Marketing and Web Design Studio

@coreandformdesign

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We build brands that feel authentic, look premium and drive real results.
📍Based in Ireland but collaborating worldwide
👋Founder @designbyroberta
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Are you even a designer if your portfolio is three years behind your actual work? 🫣 New website launching soon! Hopefully with an updated portfolio 😁 taken in Dublin, Ireland by @coreandformdesign
4
15 days ago
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Brand reveal @twentynine.ie 🤎 Elegant, minimal, meaningful. Another heartful brand 💅 Branding by me 👋🏻@designbyroberta @coreandformdesign taken in Dublin, Ireland by @coreandformdesign
7
25 days ago
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I just realised I have soooo many projects that never saw the light of day and have been buried in my projects folder for way too long. Here's a throwback to My Girl Accessories, a brand designed by me in 2023! by @coreandformdesign
2
a month ago
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These two cards have been sitting on my desk all week. I look at these at the start of every brand strategy. There are 60 archetypes across 12 families and each card gives you the name, the family it belongs to, the strengths, the challenges, and a description of how that archetype actually moves in the world. Most people skip the challenges section. I never do. If you know where an archetype breaks down you know exactly where the brand has to be careful. The Liberator sits in the Hero family. Strengths are humanitarianism, justice, strong conviction, optimism. The card describes it as a voice and a body for the greater common good, motivated to shatter myths and expose cultural norms that create suffering. The challenge? Liberation can tip into imposing your own will on others. That is the exact line this brand has to be careful not to cross. The Companion sits in the Lover family. Strengths are loyalty, practicality, patience, detail orientation. A trusted support, a friend and confidante, offering help and listening without judgment. What got me was this line on the card: it enables freedom by being the wind beneath the wings of others. That is exactly what this brand needs to do. Together they work because the Liberator gives the brand a reason to exist that goes beyond what it sells. And the Companion stops it from being preachy about it. Without the Liberator there is no edge. Without the Companion there is no warmth. Take either one away and the whole thing falls apart. This is the bit of the work nobody really sees. It happens before a logo, before a colour palette, before any of it. But it is the bit that makes all of that easier. If you are building a brand and want this level of thinking behind it, I would love to hear from you. www.coreandformdesign.com taken in Dublin, Ireland by @coreandformdesign
1
a month ago
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Sneak peek into the brand guidelines for Amelia McNamara and McNamara & Co brands! ✌️ taken in Dublin, Ireland by @coreandformdesign
7
a month ago
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Financial services brands do not have to be boring. They do not need generic colours, safe symbols or a look that blends into every other firm online. That is a choice, not a rule. Amelia McNamara is a Profit and Business Strategist who brings warmth, care and a genuinely human touch to an industry that does not always lead with that. Her brand needed to reflect exactly that energy. And that is what we built. If your brand is not reflecting who you actually are, let's change that. Link in bio to get started or send me a DM and we can have a chat! by @coreandformdesign
1
a month ago
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A little introduction to Amelia McNamara new brand identity. Will be sharing more about this project soon, its uniqueness and the strategy behind it. But for now, here’s my favourite mockup from the whole project. I’m obsessed with this business card 😍 taken in Lisbon, Portugal by @coreandformdesign
6
3 months ago
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This one means a lot. 🙂 Kerin Clinics was one of those projects that took me completely out of my usual world and into a whole new industry. I love when that happens. But what I love even more is when the client feels it too. by @coreandformdesign
1
3 months ago
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Bold without being loud. Considered without being safe. The final delivery for Oabdali is anchored by a color palette that completely rewrites the traditional coaching industry playbook: 🔴 Deep Red for conviction and decision-making. 🟢 Green for groundedness and stability. 🟡 Gold for authority. 🔵 Blue acts as the unexpected note, keeping the brand from taking itself too seriously. Anchored by Graphite and Off-White, the final brand ecosystem feels incredibly cohesive. Whether it's a high-level presentation deck for a board room or a digital resource shared with an executive client, the visual consistency reinforces absolute credibility at every single touchpoint. by @coreandformdesign
0
4 months ago
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Personal brands for coaches can be a tricky territory. The inherent risk is almost always tipping into one of two extremes: either becoming too corporate, rigid, and cold, or drifting into something too soft and reminiscent of a motivational poster. Neither direction felt right for my client. The name itself. Oabdali is highly distinctive, but it demanded a confident, versatile visual language capable of carrying weight across diverse international contexts. Getting to the right answer wasn't an overnight win. It was a long, layered, and highly iterative process. Multiple design directions were explored, refined, and rigorously tested. Work at this level requires immense patience, sharp intuition, and deep trust between the designer and the client. But the final result? How good does it look? 😍 by @coreandformdesign
0
4 months ago
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Introducing the brand identity for Oabdali. Omar is a leadership coach working with senior executives in high-stakes environments. He brings immense depth of experience, a direct, considered approach, and a refreshingly human perspective to an industry that often leans heavily on tired corporate clichés. To match the caliber of his expertise, we built a brand entirely from the ground up. The brief was clear: establish a visual presence that commands immediate authority and resonates deeply with C-suite leaders, without looking like every other coaching brand in the space. This primary mark is the foundation of that vision. It’s built on a core idea: leadership requires looking in multiple directions at once, forward, inward, and back. The wordmark reads from two orientations, and the directional accents point outward in four directions. Nothing decorative. Everything is intentional. Stay tuned as we break down the design journey and challenges behind this identity over our next few posts. by @coreandformdesign
0
4 months ago
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Imagine you want to be a graphic designer your whole life, study all those years, and the only job you find pays €500 a month for a 12-hour shift plus 3 hours of commuting. That was 2005. I eventually gave up and took a temp admin job just to have a life. Stayed 6 years. Then packed up and moved to Dublin with my husband and a newborn, starting over in every possible way. In 2019 I was made redundant and being evicted at the same time. I took a job I knew wasn't right because I needed it. It was toxic, passive aggressive, the patriarchy was real. Every morning I wished I was sick so I didn't have to go in. And every time, I blamed myself. Not good enough. Not qualified enough. Too weak. Until I wasn't able to take it anymore. I turned my back and never went back. This time I was done patching my life up. I dived into old folders, redesigned old projects, put them on Instagram. And soon strangers were asking if I could do their logo, their brand, their business cards. That became Core & Form (formerly By Roberta) Life tried more than once to put me back on the path I was meant to be on. I just had to stop fighting it. Tonight we celebrate. And no matter the outcome, I'm always a winner because I found my way back to my purpose. 🤍 Who's here since the beginning? Roberta x @networkirelanddublin taken in Dublin, Ireland by @coreandformdesign
23
4 months ago
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